The famous quote states ‘People don’t want to buy a quarter-inch drill. They want a quarter-inch hole’
But there is an opportunity to go deep than this.
People don’t want a quarter-inch hole they want to hang a picture, or build a planter box or put up a shelf or whatever.
Knowing this will drive the insight of what your product does for the customer, and how they feel after completing the job.
This leads to two questions/comments:
1. What are you selling?
A drill bit – utility.
A hole – the how.
A hung picture – the feeling.
2. Who is your real competition?
A drill be store?
An interior decorator?